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Powersports Business • September 2024 • 29

Troy Lee Designs has announced a significant evolution in its ownership structure , moving forward as an independent company . This pivotal shift by founder Troy Lee marks a new chapter for the iconic brand .

With this new ownership status , Troy Lee Designs is set to channel its renewed energy into the Fall 2024 season and beyond . The company says it is committed to securing prominent positions in the bike and motocross helmet and technical apparel markets .

“ Enhanced investments will enable Troy Lee Designs to deliver exceptional products , including helmets , technical gear , protection , and sportswear , to our valued dealers , distributors , consumers , and enthusiasts ,” the company says .

Troy Lee , the visionary founder and namesake , will continue to play a crucial role as the chairman , strategic brand advisor , and inspirational leader of the renowned paint shop .

“ I ’ m incredibly passionate about our brand and our future ,” Lee says . “ With strong leadership and dedicated partners , I ’ m stoked for what ’ s ahead . Peace and wheelies !”

“ Over the past nine months , with the invaluable support of 2 Ride , we have built a robust platform ,” says Jon-Erik Burleson , CEO of Troy Lee Designs . “ As an independent company , we are now equipped to grow and unlock the full potential of the premium brand that Troy Lee Designs is destined to be .”

A statement from 2 Ride Group says , “ 2 Ride Group is very pleased to see Troy Lee Designs coming back to its iconic founder . The brand ’ s return to independence should give it the agility it needs to strengthen its market positioning with an ‘ Art & Speed ’

Troy Lee , the visionary founder and namesake , will continue to play a crucial role as the chairman , strategic brand advisor , and inspirational leader of the renowned paint shop . Photo courtesy of Troy Lee Designs

approach . We wish them the greatest success !” During the transition , Troy Lee Designs will

assist 2 Ride Group portfolio brands with distribution across North America .

Fly Racing recently collaborated with Honda Powersports for the 2025 launch of Honda ’ s CRF lineup , which coincided with the release of Fly ’ s 2025 collection .

“ Working with Honda on this launch was a great opportunity , and Fly Racing looks forward to capitalizing on it for years to come . Partnering with iconic brands such as Honda

DOUG CYR is the directional shift that our brands are undertaking ,” says Anthony Armsby , senior director of marketing at WPS .

The inauguration of Fly Racing ’ s new look marked a significant transition from prior years and one the brand has enjoyed creating .

The launch of Honda ’ s 2025 line coincided with Fly Racing ’ s 2025 collection coming to market , and the synergy was undeniable . Keep an eye on Honda HRC ’ s Chance Hymas as he continues his impressive run in the Pro Motocross Championship this summer .

View the entire Fly Racing 2025 collection at flyracing . com .

The launch of Honda ’ s 2025 line coincided with Fly Racing ’ s 2025 collection coming to market , and the synergy was undeniable . Photo courtesy of Honda , Fly Racing

Drag Specialties recently announced the appointment of Doug Cyr to the East Region sales team roster covering the Connecticut , Massachusetts , and Rhode Island area .

Cyr comes to LeMans Corp with several years of experience in parts and service on the dealer level . He raced motocross for six years but has been riding Harley motorcycles since 2008 . He also attends local bike nights and supports B . A . A . C . ( Bikers Against Animal Cruelty ).

In his free time , Cyr enjoys riding his Road Glide , watching SX / MX , doing puzzles with his fiancé , and cooking .

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